So, What Should I Watch? Choice Overload among SVOD Users

Chiara Longo, Abayomi Baiyere

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


In a post-digital revolution media landscape, viewers' consumption habits have been drastically influenced by content overabundance, which acts as both a source of attractiveness and a cause of decision fatigue. This work analyzes the choice overload phenomenon in the context of subscription video on demand (SVOD) services. The aim of this quantitative study is to verify the applicability of Barry Schwartz's theories to the peculiar character of the streaming service industry, taking into account its multi-level overcrowding and the hedonic connotation of its products. Moreover, a series of mitigating factors pointed out by the literature is tested to identify some coping mechanisms with choice overload effects on the user's side. Finally, a series of alternative recommendation systems are listed to spark the conversation on the topic of content discovery innovation.
Original languageEnglish
Title of host publicationProceedings of the XXXII ISPIM Innovation Conference 2021 : Innovating Our Common Future
EditorsIan Bitran, Steffen Conn, Chris Gernerich, Eelko Huizingh , Marko Torkkeli , Jialei Yang
Number of pages15
Place of PublicationLappeenranta
PublisherLappeenranta University of Technology
Publication date2021
ISBN (Electronic)9789523354678
Publication statusPublished - 2021
EventXXXII ISPIM Innovation Conference 2021: Innovating Our Common Future - Virtual, Berlin, Germany
Duration: 20 Jun 202123 Jun 2021
Conference number: 32


ConferenceXXXII ISPIM Innovation Conference 2021
Internet address
SeriesLUT Scientific and Expertise Publications


  • Choice overload
  • Content discovery
  • Content overabundance
  • Decision fatigue
  • Digital revolution
  • Hedonic products
  • Media consumption
  • Recommendation systems
  • SVOD platforms

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